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Given that African Americans are at the bottom of household income, understanding how individuals can improve their financial well-being is critical. Cultural background influences family financial socialization processes, with cultural values shaping family roles and communication patterns. This study explores African Americans’ financial well-being by examining how the intermix of affect, perception and familism influences financial intentions.

The study analyzes the value–attitude–behavior hierarchy, the impact of subjective financial knowledge on financial behaviors and perceived behavioral control among African Americans. The research sample comprised 346 African Americans of a broad range of ages. A partial least squares structural equation model (SmartPLS 3) was used for the analysis.

The study found a positive and significant influence of the cultural value of familism on financial attitudes, consistent with previous studies. The influence of the cultural value of familism on financial well-being through financial attitudes without further mediation was found to be positive but insignificant. The influence of the cultural value of familism on perceived control was shown to have an insignificant impact on financial well-being, which is inconsistent with previous literature on the value–attitude–behavior hierarchy; this is particularly relevant among African Americans.

The findings illustrate the importance of the positive impact of interpersonal family relationships on actual financial behaviors (intentions), allowing individuals to improve their financial situations. However, subjective financial knowledge lacks significance when mediated through the influence of financial intentions on financial well-being.

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.

Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).

A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.

This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.